Shoppers don't care about recalls

Max Katsarelas
There's been a ton of hubbub about all the recalls going on lately in our industry. The media seems to care, but shoppers don't. We did a study at and found only .005% of people mentioned the word "recall" in over 35,000 email leads. Does this match the kinds of activity you're seeing from shoppers?
Robert Karbaum
There were over 22 million recalls last year. This year we are on pace to break that number. It is almost as if the OEM's are desensitizing customers by releasing constant recall notices. If you talk about something enough, everyone will stop noticing/caring.
Dylan Graham
One thought I might add. Do you believe that if a brand has consistent recalls on a certain automobile the perception of that product's quality will be negative for a potential buyer later?
Max Katsarelas
I think we know what automakers do when consumer perception is negative. Change the name of a vehicle. Zephyr and MKZ. Cobalt and Cruze. Five Hundred and Taurus. Sebring and 200.
mark rask
We don't here very much about recalls

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